Google Update since this video was produced: Commission-based bidding strategies in hotel advertising until sunset.
https://support.google.com/google-ads/answer/14280291?utm_source=awfe&utm_medium=email&utm_campaign=20292305

How to use Google Hotel Ads to increase your direct bookings

Google has been growing its influence in the travel industry for more than a decade, becoming a powerful tool for hotels to reach more customers. There are many ways hoteliers can use Google to their advantage and in this video we will talk about how hotel advertising works.
We introduce cost-per-stay – a new commission-based pricing model for hoteliers using Google Hotel Ads – and explain how hotels and independent properties can take advantage of this feature.
We'll discuss what Google Ads are, how they work, how your properties appear in the interface, and how they make it easier for your customers to find your hotel and make a booking.
With Google Hotel Ads, your property is listed on Google's platform and any OTA can bid for clicks from your brand. Make sure you have a technology partner who can connect you so you can get direct bookings too. You can work with a channel manager, booking engine, or your PMS to create a connection.
We'll show you how this all works and what you need to get started, like setting up a campaign, specifying a geographic area, and connecting your booking channels to the advertising platform.
We also outline some pros and cons of a commission-based model compared to the click-driven model, and explore Google's advantages over traditional OTAs.
At Hotel-Spider we help hotels connect to Google and get started with hotel advertising. Please let us know if we can help you – we look forward to hearing from you.

— Timestamp —
00:00 How to use Google Hotel Ads to increase your direct bookings
00:26 How Google hotel advertising has evolved in recent years
01:11 What are Google Hotel Ads and how do they work?
02:17 How can I show my hotel in Google hotel search results and in hotel ads
03:44 How can I link my Google Ads account?
04:46 How to set up a Google hotel ad campaign step by step
05:40 Cost per click versus cost per stay
06:36 Cost per acquisition CPA
06:49 Cost per stay CPS
07:57 conclusion and some thoughts on Google's future in the hotel distribution landscape

with Elisha Schoppig https://www.linkedin.com/in/elisha-schoppig/

Hotel-Spider is a cloud-based online distribution platform with a deep-rooted presence in the hotel technology market. We facilitate catering distribution while devising, developing and implementing customer-driven software solutions. Our goal is to simplify the complex distribution landscape through our systems. Our Hotel-Spider Hospitality Distribution Platform includes a booking engine, metasearch (Google, Trivago, Tripadvisor), central reservation system, PMS connectivity and channel manager. Trust your Swiss specialists to optimize your online sales with an integrated and fully automated approach.

https://www.hotel-spider.com/en/solutions/booking-engine
https://www.hotel-spider.com/en/solutions/channel-manager
https://www.hotel-spider.com/en/solutions/central-reservation-system
https://www.hotel-spider.com/en/solutions/meta
Contact us by email [email protected] or call us +41 22 360 03 70

https://www.techtalk.travel/
Representing the change needed by the fragmented hotel and travel technology landscape, Techtalk.travel is a dynamic community of hospitality innovators ranging from hoteliers and hotel owners to industry students and technology providers.
Through the power of ideation collaboration and shared knowledge with key stakeholders, game-changers and industry influencers, we aim to be the go-to source for neutral hospitality technology content.
Additionally, the platform allows technology providers to provide information about their services, promoting sales, marketing and distribution and building loyalty through the techtalk.travel community.

Google's influence on travel | Infographic
https://www.techtalk.travel/post/googles-influence-travel-infographic
Today's Google and the future of travel bookings
https://www.techtalk.travel/post/googles-influence-travel-article
Google's influence on travel
https://www.techtalk.travel/post/googles-influence-on-travel

This video contains:
Music through
DIMANCHE https://www.youtube.com/channel/UCI4VlRu-Cl_ol4yRiY0TQyw
Carmen María https://www.youtube.com/channel/UCjI0raRWcCyL1DxH98xRjSg
Anno Domini defeats https://www.youtube.com/channel/UC6f69g5rtNFhix–ZY8yAFw
Images and stock images from shutterstock.com and storyblocks.com

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